Videos are great for promoting products and services, but unless it creates a smashing and interesting first impression, it would be difficult to see how they could perform to your expectations. You can increase your conversion through effective placement of videos on your website, here’s how you do it.
There’s no questioning the fact that you need to build a relationship between your business and potential customers or clients, which is why you need to convert website visitors into leads.
Creating a landing page for a website is the first step towards that goal. It is essential that you include landing pages in your content strategy as a powerful online marketing channel.
Even if you have a digital marketing campaign, your target audience is unlikely to convert on their own.
It is possible to turn visitors into paying customers by creating quality landing pages. Your landing pages will also increase your conversation rates, reach, and opportunities if you incorporate video.
Want to learn more about landing pages and the benefits of adding video? Read on!
How does a landing page work?
In terms of marketing, a landing page on a website is where a customer lands on after clicking an email link, a Facebook ad, a YouTube video, or an Instagram photo, just to name a few, especially superb quality videos finished by a video editing service.
Visiting your landing page encourages visitors to do something, such as place an order or sign up for your email list. When the visitor takes the desired action, your landing page has converted them.
The purpose of a landing page is to encourage a single action or call-to-action (CTA) in contrast to a web page with multiple goals and navigational links.
Thus, they are better at increasing conversion rates of your marketing or advertising campaigns and reducing the cost of acquiring a lead or making a sale.
In addition to optimizing landing pages for SEO, you can also use them with paid advertising and social media, which is a great way to showcase your brand especially and a practical way of optimizing your videos done by a professional video editing service.
A landing page can be classified into two types:
Landing pages for lead generation – These pages include a lead capture form designed to collect personal information like names, email addresses, and phone numbers in exchange for free ebooks, whitepapers, trials, or discount coupons.
Click-through landing pages – These redirect visitors to a specific page where they can perform the desired action by using CTA buttons such as “Buy Now” or “Book a Call.” E-commerce websites and other websites that focus on making a sale rather than collecting information about users leverage it.
There are several elements that make a landing page effective:
- Keeping navigation options to a minimum to avoid distracting visitors from the primary call-to-action
- Offer compelling content to entice visitors to provide their personal information
- Concise, strong copywriting and short lead capture forms
- Provide visitors with sharing options so they can share your content with their friends and family
- A landing page with a focused message matched to the meta title visitors clicked
- Commercial intent is high
- Analytical tracking and reporting
Here are some tips to help you create a conversion-oriented landing page:
- You can create incredible landing pages quickly with an intuitive landing page builder.
- A/B test different designs to determine which elements have the greatest impact on conversions. Use landing page templates as a reference or as inspiration to get started.
- Provide visitors with value in exchange for their information on the landing page.
With a thorough understanding of landing pages, let’s explore how and why videos are being used.
Most companies have begun using online videos across marketing channels and throughout the sales funnel as consumers prefer video content to other forms of content.
A brand can generate enhanced user engagement by embedding videos into landing pages and emails.
Embedding a video in a standalone player, such as YouTube, complements the existing images and copy. Standard HTML code is used to place the text.
Video examples for landing pages include:
An explainer video describes how a complex or unfamiliar product solves a viewer’s problem.
You can use promo videos to support your lead generation form on your landing page, giving viewers a sneak peek into what they will receive if they complete it.
The purpose of demo videos is to demonstrate the value of a product and to demonstrate how it works.
Social proof is provided by testimonial videos, which increase the credibility of your offer
The benefits of adding video content to your landing pages
Here are some of the benefits of video landing pages over text-and-image landing pages:
Increases your conversion rates
Comparing this to top landing page conversion rates (across all industries) of 5.31%, adding videos to landing pages increases conversion rates by 80%-86%.
An increase of 19% in open rates and a 65% increase in click-through rates have been reported for emails that contain the word “video”!
You can communicate more effectively with consumers and share details about your offerings through video landing pages, which increase engagement and conversions.
Videos help you communicate more effectively with consumers and share details about your offerings.
Enhances your reach
You can increase your video’s visibility by optimizing it for search engines. Eighty-six percent of video marketers report that video has increased traffic to their websites.
You can increase your video’s reach by providing social sharing buttons so visitors can share your video with their friends and family.
Increases traffic and engagement
By combining sound and visual elements, videos encourage visitors to spend more time on your landing pages. People are more likely to watch a video in its entirety than a block of text.
Videos are viewed 2.6X longer on web pages than those without.
Although longer videos may take more time to run, the same study found that the landing page with the longest average time had only about one minute of video content.
As a result, videos – whether they are short or long – tend to add value to landing pages by providing more information in a shorter amount of time.
Improves your brand’s trustworthiness
A recent study by Think With Google found that nearly half of internet users watch product videos before making a purchase.
If your product is complex and cannot be easily explained in words, videos can help you show and explain it to potential customers.
People will remember what they see in a video more than what they read in a paragraph because they can see how the product works before they buy it. Videos increase brand recognition and generate more trust in you.
Landing Page Video Best Practices
If you would like to add videos to your landing pages, consider the following best practices:
Video player service to play videos
Make landing page videos using YouTube and Wistia, which can be easily embedded on your site.
You can create high-quality, on-brand landing page videos using platforms like Promo, which also have a library of images from stock sites like Getty and iStock.
Include call-to-action (CTA)
In your landing page video, you should have a CTA, such as a lead generation form or buttons such as “Buy Now,” “Sign Up,” “Download Now,” etc.
Visitors should be compelled to take action throughout the video and at the end. Your outro should tell the viewer what they need to do next.
Short and sweet
With so much content available on the Internet, people are easily distracted.
Keeping your videos short and placing the main marketing message at the beginning makes sense based on a 2019 research study.
Videos as short as 15 seconds got more views on Facebook. Videos may be around 30 seconds for an offer, 60 seconds for an explainer, or 90 seconds for a testimonial.
Besides being faster to load, shorter videos are also less likely to lead to high bounce rates.
You need to hook the viewer with an explosive opening in the first three seconds of your landing page video.
The likelihood of someone watching a video for the first three seconds is 65%. The likelihood of them watching for the next 10 seconds is 45%, according to a study by Futurum.
The way you spend these three seconds depends on who you are trying to reach.
Place your key message in the first few seconds of your video rather than saving it for the end. Pick an engaging thumbnail to encourage viewers to watch your video.
Visitors may be more likely to click on a personalized video if you use it.
Captions or onscreen text
There are a lot of Facebook users who don’t turn on the sound when watching videos. Digiday reported that 85% of Facebook videos were watched on silent.
On-screen captions and captions placed within the video help clarify what is being said.
Adding captions also helps you capture non-English speaking audiences and follow accessibility guidelines.
The average number of views of captioned videos increased by 7.32%, according to Discovery Digital Networks.
Top of page
It is crucial to keep your video above the fold on your landing page if you want more visitors to engage with it.
The “above the fold” section of the page is the part visitors see first, without having to scroll.
BONUS! Autoplay: Dos and don’ts
As a general rule, autoplaying videos should be avoided as it tends to annoy viewers and increase bounce rates. It can also slow down web pages, causing you and your visitors to use more bandwidth.
There are, however, certain situations in which autoplay is appropriate:
- You can use video backgrounds (muted) on your landing pages
- It may be okay to autoplay your landing page video if your ad tells visitors to watch it.
- In order to decide whether video autoplay will work for your landing page, it’s advisable to run an A/B test first.
Are Your Landing Pages Ready for Videos?
You can engage your visitors more fully with images, text, and a visual experience if you use landing page videos.
You can increase conversions with landing page videos that follow best practices and are continually tested and optimized.
Table of Contents
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